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Annual Report 2013-2014

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Annual Report 2013-2014 Prince Edward Island Department of Tourism and Culture Annual Report 2013-2014 Table of Contents Minister’s Message . 1 Deputy Minister’s Message . 3 Departmental Overview . 5 Tourism PEI Overview . 6 Tourism Industry Snapshot . 7 Prince Edward Island Tourism Advisory Council . 8 Tourism and Culture Division Activities . 10 Strategy, Evaluation and Industry Investment (Tourism Affairs) . 10 Evaluation, Measurement and Business Intelligence Unit . 10 Product Development, Investment and Regulatory Affairs . 10 Industry Standards . 12 Fall Flavours . 13 Meetings and Conventions and Employee Convention Hosting Opportunities . 13 Marketing Communications . 13 Advertising and Publicity . 14 Fulfillment . 15 Trade and Sales . 15 Digital Marketing . 16 Visitor Information Centres . 16 Corporate Services . 16 Provincial Parks and Confederation Trail . 16 Provincial Golf Courses . 17 Human Resources . 20 Financial Services and Office Administration . 20 Departmental Division Activities . 21 General Administration . 21 Heritage . 21 Provincial Heritage Fair Program . 21 Heritage Places Recognition Program . 22 Strategy, Evaluation and Industry Investment (Cultural Affairs) . 24 Cultural Program Highlights . 24 Libraries and Archives Division . 26 Public Archives and Records Office . 26 Public Library Service . 31 Appendix A – Departmental Organization Chart . 36 Appendix B – Legislative Responsibilities, Boards and Commissions . 37 Appendix C – Financial Statements . 38 Minister’s Message The Honourable H . Frank Lewis Lieutenant Governor of Prince Edward Island May It Please Your Honour: I have the honour to submit herein the annual report for the activities of the Department of Tourism and Culture and Tourism PEI for the period of April 1 2013, to March 31, 2014 . The Department of Tourism and Culture and Tourism PEI are responsible for the promotion of Prince Edward Island as a premiere tourism destination . The Department also manages our provincial parks system, the four provincially owned golf courses, the Confederation Trail and Brookvale Provincial Ski Park . These venues help promote healthy lifestyles and active living for Islanders and visitors alike . The Department also remains committed to preserving the Island’s unique history and culture through its support of cultural industries in the province, the Provincial Public Library Service, the PEI Museum and Heritage Foundation and the Public Archives . In 2014 we celebrate the 150th Anniversary of the Charlottetown Conference of 1864 . Over 150 events and activities will take place all over the Island to mark the occasion . It promises to be a once in a generation celebration on the Island and a boon to the Island’s tourism and cultural sectors . Respectfully submitted, Robert Henderson Minister of Tourism and Culture Tourism and Culture Annual Report 2013-2014 1 Deputy Minister’s Message The Honourable Robert Henderson Minister of Tourism and Culture PO Box 2000 Charlottetown, PE C1A 7N8 Honourable Minister: It is my pleasure to present the annual report for the Department of Tourism and Culture and Tourism PEI for the period of April 1, 2013, to March 31, 2014 . 2013 saw significant changes to the structure of the Department of Tourism and Culture . The retirement of the longtime Director of Culture, Heritage and Libraries provided the Department and opportunity to re-profile those responsibilities . A new position, Director of Libraries and Archives was created to oversee the Public Library Service, the Provincial Archives and the Provincial Records Office . The Heritage section moved under the management of the PEI Museum and Heritage Foundation . Responsibility for cultural affairs was moved under the Strategy, Evaluation and Industry Investment division of Tourism PEI, but its funding still comes from the Department . These changes have resulted in reduced administration costs a better alignment of responsibilities and an increased focus on key programs . 2013-2014 also saw the launch of the celebrations to mark the 150th Anniversary of the Charlottetown Conference organized by PEI 2014 Inc . The year-long celebration began with a free, highly attended New Year’s Eve event on Great George Street in Charlottetown . The event was an excellent start to the celebrations which promise to have a substantial positive impact on the province’s tourism industry and cultural community . The Department and Tourism PEI continue to work very hard at promoting PEI as a world class vacation destination and at preserving and sharing our unique culture and heritage . Yours Truly, David MacKenzie Deputy Minister of Tourism and Culture Tourism and Culture Annual Report 2013-2014 3 Departmental Overview General administration consists of the Office of the Minister and Deputy Minister providing leadership, overall management, administration, and communication for the department . The Heritage section provides leadership, programs and services to the residents of Prince Edward Island in the area of historic preservation and promotion . It is also responsible for the delivery of the annual Heritage Fair and other programs that focus on the Island’s history and heritage . These activities are managed by the PEI Museum and Heritage Foundation . Cultural Affairs is mandated to support the sustainability of arts and culture on Prince Edward Island . Support is provided to a number of organizations and cultural venues including the Prince Edward Island Council of the Arts, local theatres, regional arts councils, the Community Museums Association of Prince Edward Island, the six French community centres, and other cultural entities . This section is housed under the Strategy, Evaluation and Industry Investment Division of Tourism PEI but is funded through the departmental budget . The Libraries and Archives Division is responsible for the administration and operation of Prince Edward Island’s province-wide Public Library Service (PLS), and for the provision of technical services for the public schools of the province . The PLS is a partnership between the provincial government and participating communities . This division is also responsible for the management of the Provincial Public Archives and the Provincial Records Office . Tourism and Culture Annual Report 2013-2014 5 Tourism PEI Overview Tourism PEI is a Crown Corporation established by an Act of the Provincial Legislature. Among its original purposes were to have the power to hold shares of subsidiary companies, to be able to hold title to real property and to receive industry revenues, primarily from marketing initiatives . It has a Board of Directors that meets annually to appoint auditors, approve financial statements, and review operations . The Board is appointed at pleasure by Executive Council and during fiscal 2013-2014 was comprised of: Minister Robert Henderson Deputy Minister David MacKenzie Jeanette Arsenault - Industry representative Don Cudmore - Industry representative Kevin Jenkins - Tourism PEI The Corporate Services Division of Tourism PEI is responsible for general administration, financial services, human resources, records management, insurance matters, FOIPP, Provincial Parks and Provincial Golf Operations . The Strategy, Evaluation and Industry Investment Division (SEII), Tourism Affairs, is responsible for tourism development and investment, the development and implementation of industry support programs, managing the regulatory affairs pursuant to the Tourism Industry Act (license, occupancy reporting, water testing) and the Highway Signage Act (Tourism Directional Signage, Special Event Signage and On- Premises Signage) . SEII is also the lead liaison on intergovernmental affairs including an advocacy role to represent the interests of the tourism industry in key policy areas such as improved air access, tourism related legislation, labour and immigration issues, and land use matters . The Marketing Communications Division aggressively markets and promotes Prince Edward Island as a premier vacation destination and ensures quality services for the tourism industry of Prince Edward Island . The division is responsible for customer service, retention and loyalty . Customer service centres include the provincially run visitor information and call centres . The division is also the lead for the implementation of the integrated tourism solution (ITS) technology and the central reservation system . Tourism and Culture Annual Report 2013-2014 6 Tourism Industry Snapshot There were 1,297,522 visitors on Prince Edward Island in 2013, a 5 .7 per cent increase over 2012 . Revenues were $381,600,000, an increase of 0 .3 per cent compared to the previous year . Overnight stays increased by 1 .8 per cent, to 800,455 . Campground stays were up 6 .1 per cent, while fixed roof room nights were up 0 .1 per cent . During 2013, airport traffic decreased by 0 .3 per cent, ferry traffic decreased by 2 .9 per cent, and bridge traffic decreased by 3 .0 per cent . Cruise ship passenger and crew visits increased by 35 .7 per cent . 52,609 visitor guides were mailed out, of which 7,457 were French guides . In 2013, meetings, conventions, and incentive travel (MCIT) made a significant impact on tourism in PEI . For the 2013 fiscal year there were 115 meetings, bringing in 12,179 delegates . Meetings and Conventions sector injected $13 .7 million into our economy . Tourism and Culture Annual Report 2013-2014 7 Prince Edward Island Tourism Advisory Council The PEI Tourism Advisory Council (TAC) is an industry advisory board appointed by
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